Loewe Flagship Store Berlin
 
THE BRIEFING Arranging the IFA trade fair performance, from the architecture to communication and an interior design concept for LOEWE‘s flagship store in Berlin. In both worlds of experience, the Premium Line should be the focal point, emotionally addressing not only already existing, but also new customers. On this occasion, LOEWE with its high puristic demand of design as well as technology and precision, should be positioned as a modern and innovative multimedia company and also be presented in a holistic and sensuous experience concept.
 
THE DESIGN Demonstrations, which form a philosophical bridge between high-tech products and a world full of emotions. On the two-storied trade fair stand, the visitors could immerse in a holistic LOEWE cosmos made up of worlds of colour, feel and scent and “enjoy with all their senses“ the brand and the products. However in the new flagship store, a fusion of private penthouse, bar, library, home cinema and showroom was realised, creating a personal and private atmosphere and inviting to a relaxing abidance.
 
“Only when all the means – from shape, colour, materiality and structure to haptic and acoustic – are integrated like in an orchestra in the entire composition, a holistic experience for all the senses results. We have assumed the part of the composer and the conductor.”